Objective To investigate the current situation of obstetric nurses' professional identity of "Internet + nursing service", and to analyze its influencing factors, so as to provide a reference for constructing a targeted intervention model and improving the professional identity of nurses in the emerging nursing service model. Methods This study was conducted from August 2025 to December 2025. Using the convenience sampling method, 241 obstetric nurses from 8 tertiary grade A hospitals in Changsha were selected as the research subjects. The study employed the obstetric nurse general demographic data questionnaire, the "internet + nursing Service" professional identity scale, the nurse professional benefit scale (NPBS), the nurse information competence assessment scale (NICAS), and the "internet + nursing service" nurse risk factors and risk outcomes assessment scale to conduct the investigation. Results The professional identity of obstetric nurses in "internet + nursing service" is at a moderate to upper-moderate level, the sense of professional benefits is at a upper-moderate to higher level, information competence is at an moderato to upper-moderate level, risk factors are at a moderate to upper-moderate level risk out comes are Univariate analysis showed that there were statistically significant differences in professional identity scores among nurses of different ages, marital status, obstetric working years, regular training on"Internet + nursing service", and standardized service processes (P < 0.05), and there was no significant difference in professional identity scores among nurses of different genders, education, professional titles, and monthly income (P > 0.05). The total score of obstetric nurses' occupational identity was significantly positively correlated with SPBS and SCALE scores, and was significantly positively correlated with risk factors, The risk outcome score was significantly negatively correlated (P < 0.05). The multivariate linear regression analysis showed that obstetric work experience:6 to 10 years, being married, regularly participating in "Internet + nursing service" training, having a standardized service process, a good sense of professional benefit, and strong information competence were protective factors for the professional identity of obstetric nurses. The risk factors of nurses and the high score of risk outcomes were independent risk factors (P < 0.05). Conclusion The professional identity of obstetric nurses is at a moderate level, which is affected by various factors such as obstetric nurses' working years, marital status, whether they regularly carry out "Internet + nursing service" training, whether the service process is standardized, the sense of professional benefit, the information competence of nurses, and the risk factors and risk outcomes of nurses.Managers should attach importance to and establish targeted intervention models to enhance the professional identity of nurses in the emerging nursing service models.